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Does Your PPC Campaign Pass the Mobile Test?

Content Takeover Mobile  Local SearchMobile is one of the biggest opportunities in online advertising. That’s why, according to a report from eMarketer, U.S. mobile search ad spending was projected to have grown by 83 percent in 2014 — comparatively, desktop ad spending was projected to decline by 2.4 percent. The same report points out that mobile ad spend will continue to grow through 2018, while desktop ad spend will continue to shrink.

More so than ever before, marketers are beginning to understand the power of mobile search intent. Analysis from Convince and Convert and iAcquire points out that mobile conversion rates, at 70 percent, are three times higher than they are on desktops and laptops.

With more advertisers seeing the potential of mobile, the landscape will become more competitive, and cost-per-acquisition price points will continue to rise. The best way to counteract this trend is to ensure that your campaigns are always optimized for conversions. Here are three questions to ask when launching a mobile PPC campaign.

1. Have You Identified Mobile-Specific Keywords and Campaigns?

When digital audiences are conducting searches on mobile, they’re often looking for something very specific and to address an immediate, “in the moment” need. Marketers need to jump on these windows of opportunity by being present with the right message, at exactly the right time.

The best way to start your keyword exploration is to talk to your customers about how they found your brand. Learn what words they used to identify and make the connection with your company. You can even use conversation analytics tools to capture keywords said on a phone call so that you can understand the language of your customers on a whole new level. Compare your findings from this qualitative research with keyword analysis tools to measure search volume — and how your customers are translating their needs into what they’re typing into search engines.

Identify which keywords, based on your keyword research and customer conversations, are most likely to correspond with mobile rather than desktop searches. Then, run campaigns with these and related keywords.

Remember, however, that not every interaction needs to drive an immediate sale or conversion. Ads and landing page messaging should prioritize your customers’ needs and situations above your company’s revenue goals.

2. Do You Include Click-to-Call Buttons on Your Landing Pages?

Mobile user experiences consistent of quick taps and swipes. Unlike audiences who are in front of a computer — and have the flexibility to conduct some research — mobile users must make the most out of limited screen space and time. They’re hoping to find information quickly and don’t want to deal with the inconvenience of filling out a form on a small screen.

Brands can make this process easier by including click-to-call buttons on their landing pages. If pre-screening calls, experiment with shorter forms to gauge the impact on completion rates. Encourage mobile audiences to ask questions directly — to make a faster decision.

In addition to including a click-to-call button, brands can test optimal placements through usability research and A/B testing. Here are some ideas to test:

  • Button placements and positions
  • Size and font
  • “Phone” icons vs. phone numbers

The goal is to make it as easy as possible for mobile website visitors to get in touch with a sales rep. A continued process of research and A/B testing will help ensure a smooth user experience.

3. Do You Use Location, Site, and Call Extensions?

Google AdWords provides a number of features to connect online audiences with information faster. Location details, site, and call extensions are example tools that campaign owners can use to drive conversions more directly.

Think about the questions that mobile audiences might be asking when learning about a business. They’re interested in learning:

  • How to find you
  • What you sell
  • How to learn more about you
  • How to get in touch with your team

By making this information readily available from search, you’ll simplify their learning processes and decrease friction for conversion.

Final Thoughts

It’s important to remember that direct sales are only part of the mobile advertising equation. Marketers need to help their audiences retrieve information quickly, learn, and — ultimately — encourage their online audiences to take action. Pay attention to whether audiences are looking up directions to a store, researching product inventory, or making calls. Focus on driving transactions through multiple channels.

Interested in learning more about how you can better optimize your paid search campaigns for mobile? Download Invoca’s new e-book, Paid Search in the Mobile Era, for actionable tips and takeaways.

Invoca* Sponsored content in collaboration with Invoca. Views expressed in this article are those of the guest author and do not necessarily reflect Search Engine Watch’s opinions.

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